Impact Social Media All About SEO

keckdonkeyInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 10 μήνες)

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Got Impact? Get Impact! How? With Impact Social Media!

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Visit us on the web:
www.impactsocialmedia.net


Imp
act Social Media All About SEO

Link to Imp
act Social Media SEO
:
http://impactsocialmedia.net/seo/

Description:


SEO or “Search Engine Optimization” simply means the things that can be
done to improve your search engine ranking. Everybody

wants their website to show up
at the top of the search engine page when people do a sea
rch for things contained in
their

content.
Thusly, and in our humble opinion
, SEO is a very lengthy topic and worthy
of
much
discussion. We h
ave been doing SEO for mor
e than 15

years now and so we
would like to help you to better

understand the elements of SEO. We also plan to use
this opportunity to present you with some useful tips should you decide to attempt
doing your own SEO enhancements.


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Imp
act Social

Media SEO

Table Of Contents

Contents

I.

SEO (Search Engine Optimization) Overview

................................
................................
........................

4

1.

What is SEO? (Search Engine Optimization)

................................
................................
.....................

4

2.

Why do I need SEO?

................................
................................
................................
..........................

4

3.

Which Search Engines are most important?

................................
................................
.....................

5

4.

What is SEM? (Search Engine Marketing)

................................
................................
.........................

5

5.

What is SMM? (Social Media Marketing)

................................
................................
.........................

7

6.

What is PPC? (Pay Per Click Advertising)

................................
................................
........................

13

7.

What is a SERP? (Search Engine Results Page)

................................
................................
...............

14

8.

What are organic search results?

................................
................................
................................
...

14

9.

What are Social Media Signals?

................................
................................
................................
......

14

10.

What are search engine blacklists?

................................
................................
.............................

15

11.

What is the sandbox effect?

................................
................................
................................
.......

16

12.

Can I do my own SEO?

................................
................................
................................
................

16

II.

SEO Tips

................................
................................
................................
................................
...............

17

1.

SEO Introduction

................................
................................
................................
.............................

17

2.

Avoid any practices that could get your site blacklisted
................................
................................
.

17

3.

Avoid anything other than minimal use o
f FLASH

................................
................................
..........

17

4.

Avoid broken or dead end links

................................
................................
................................
......

17

5.

Avoid excessively long page loading times

................................
................................
.....................

18

6.

Avoid using navigation buttons with text as image

................................
................................
........

18

7.

Descriptive page titles and with keywords and keyphrase
s

................................
...........................

18

8.

Diversity of content in text, images, videos, tables, charts and links

................................
.............

18

9.

High quality, useful, relevant and regularly updated content

................................
........................

18

10.

Implementation of Bing and Google analytics

................................
................................
............

19

11.

Implementation of code compliant codin
g practices

................................
................................
.

19

12.

Implementation of demographics targeting

................................
................................
...............

19

13.

Implementation of end user participation
................................
................................
..................

19

14.

Implementation of location targeting

................................
................................
.........................

20

15.

Implementation of RSS

................................
................................
................................
...............

20

16.

Implementation of SEM (Search Engine Marketing) and PPC (Pay Per Click) advertising

..........

20

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17.

Implementation of SMM (Social Media Marketing)

................................
................................
...

21

18.

Implementation of SEO sooner rather than later

................................
................................
.......

21

19.

Include provision for mobile devices

................................
................................
..........................

21

20.

Inclusion of an XML sitemap

................................
................................
................................
.......

22

21.

Interconnectivity to a variety of social medias

................................
................................
...........

22

22.

Proper inclusion of keywords and keyphrases in content

................................
..........................

23

23.

Proper setup of robots.txt

................................
................................
................................
..........

23

24.

Proper image directory browsing

................................
................................
...............................

24

25.

Proper use of alt tags with keywords and keyphrases

................................
...............................

25

26.

Proper use of anchor tags and
target tags

................................
................................
..................

26

27.

Proper use of the title attribute with keywords and keyphrases

................................
...............

26

28.

Proper use of heading tags with keywords and keyphrases

................................
.......................

27

29.

Proper use of meta tags with keywords and keyphrases

................................
...........................

27

30.

Relevant and quality backlinks with no use of link

farms

................................
...........................

27

31.

Reduction in the bounce rate

................................
................................
................................
.....

28

32.

Submission of site to Bing and Google Places For Business

................................
.......................

28

33.

HTML display advertising on Craigslist
................................
................................
........................

28

34.

Submission of site to Merchant Circle and Mant
a

................................
................................
......

28

35.

Use of canonical URL’s

................................
................................
................................
................

29

36.

Use of friendly navigation design

................................
................................
................................

29

37.

Use of sitemap directory page

................................
................................
................................
....

29

38.

Use of structured data

................................
................................
................................
................

29

39.

XML sitemap submission to the top search engines

................................
................................
..

30

40.

Gain insight from Matt Cutts

................................
................................
................................
......

30

III.

Our approach to SEO
................................
................................
................................
.......................

30

1.

Why use Impact Social Media?

................................
................................
................................
.......

30

2.

Step one is to analyze your exi
sting SEO

................................
................................
........................

30

3.

Step two is to develop and implement SEO changes

................................
................................
.....

31

4.

Step three is to monitor the SEO results

................................
................................
........................

31




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I.

SEO
(Search Engine Optimization) Overview


1.

What is SEO? (Search Engine Optimization)

SEO or Search Engine Optimization is when you
optimize

your website for
the purpose of ranking
higher

in the various search engines. Many years ago
SEO was simpler to achieve
due to less competition and less influence of
social media.

Opinions on best SEO practices
vary

from one person to the next
. This is
due to people having different experiences and results. It also stems from the
slightly
mysterious

nature of the search eng
ine algorithms. No one person can
honestly explain every intricate detail of the inner workings of every major
search engine.
If you do find that person please have them call me!

Therefore, SEO is an
ongoing

learning process as one learns what does or
does
n’t work from experience. There is also the ongoing dynamic of the
search engines
changing

the details of exactly how they decide to rank
websites.

With all that being said, we can tell you that there is no “
magic bullet
” for
SEO. It can require a good de
al of effort and then a waiting period to monitor
and observe the
results.
If we had to sum up the golden rule
s

of SEO we
would tell you that “
content

quality

is King” and “
content

variety

is Queen,


and “
social media

saturation

is the
Royal
Kingdom
.”

2.

Why
do I need SEO?

Yes this is actually a serious question. I say that because you would be
amazed at the people I have ran across that seem to have little to no interest
or faith in SEO.

The reason you need SEO is because you need search engine
traffic
. The
r
eason one displays content on the internet is for the purpose to attract
viewers and then achieve some goal. The goal may be charity, it may be sales
or it may be just to provide helpful information, etc.

You need SEO simply because it can help you to
ach
ieve

your goal(s). To
emphasize this I would like to poin
t out the following statistics a
ccording to
the

College of Marketing
;

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“91% say they find what they are l
ooking for usi
ng search engines




“73% say the information fo
und is trustworthy and accurate




“93% of online activi
ties begin with a search engine




“Every month over 100 billion

global searches are being made




“82.6% of internet users use a search engine”

3.

Which Search En
gines are most important?

This is a trick question. The correct answer is that all search engines
matter and there are hundreds of them out there.
They all matter because
you could never predict with total certainty which one a potential viewer
might use.

The top 5 search engines are
Google
,
Bing
,
Yahoo
,
Ask

and
AO
L
. According
to the
College of Marketing

and as of February, 2013, Google has 67.5% of the
market share, Bing has 16.7%, Yahoo has 11.6%, Ask has 2.6% and AOL has
1.7%.

This makes it clear that
Google

is the current undisputed King Kong of
search engines albeit Bing has been slowly eating away at their market share.
Now with all that on the table, we want to share with you the reality of this.

When it comes to SEO, nearly all of the
techniques used wi
ll g
enerally
work across
all

search engines. This is good news for you because it means
you need not concern yourself with
specific

SEO for each and every search
engine. Instead, implementation of good SEO will help with all search engine
s

simultaneously.


4.

What is SEM? (Search Engine Marketing)

SEM or Search Engine Marketing revolves around the implementation of
SEO
,
SMM

(
Social Media Marketing
)

and
PPC

(
Pay Per Click
)

advertising.

On
e
can use SEO, PPC or SMM separately or in any combination you choose.


SEO

is one form of search engine marketing and is the main theme of this
writing. Because effective and successful SEO can
propel

you to a much higher
search engine ranking it is a major player in search engine marketing.

SMM

or Social Media M
arketing woul
d be the next key element of search
engine marketing.

SMM entails two things and you can implement one or
both as you choose.

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The
first

part of SMM is creating a presence at a social media site

or
multiple sites
. The
second

part

of SMM

is paying for

advert
ising and exposure
at the social media site(s).

We will talk more about SMM in a few.

PPC

or Pay Per Click Advertising is the final element of SEM. PPC simply
means that you
pay

a search engine to advertise your site or some
specific
site page or contents.

We will talk more about PPC in a few.

Before I go into more detail about
SMM

and
PPC

I want to briefly mention
something about your
key
words

and
key
phrases

as they relate to SEM and
even search engine ranking.


Not

all keywords and key
phrases

exist on the same playing field. By that I
mean this, suppose you sell
ceramics

and you want to promote the keywords


key
phrase such as, “purple ceramic turtle.” I would submit that you could
have great success fairly
easily

wherein anyone doing a search

for “purple
ceramic turtle” would find you at or near the top of the ranks.

Now on the other hand
,

let us suppose you are an
attorney

and your
keywords


key
phrase is, “accident and injury litigation.” All of a sudden
everything changes and although you m
ight move heaven and earth a search
for “accident and injury litigation” does
not

show you ranking anywhere on
the first 100 pages!

I wanted to bring this up just to make you aware of the
huge

difference
s

that can exist between promoting something obscure
and non
-
competitive as
compared to promoting something that is extremely saturated and
highly
competitive.

Depending on

your specifics, great success could be easy and even free i.e.
organic
, however, it could also be a huge
challenge

and potentially very

costly

in
PPC

fees as a free i.e. organic search ranking may be unreasonable to
obtain.


To

drive this point home, an
expert

on internet marketing and PPC for
attorneys

Lauren Curatola

has said that, “I
n 2011 it was estimated that law
firms spent a minimum of $52.6 million dollars on PPC ads. That is double
what Apple s
upposedly spent ($20.75 million) on their PPC ads for t
he iPhone
and iPad.” (Q
uote courtesy of:
TheEdesign.com
)

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We have barely scratched the surface here as far as SEM is concerned. My
focus here is to briefly cov
er SEM as it pertains to SEO. If you would like to
learn about SEM in much greater detail please visit our SEM webpage which is
located at:
http://impactsocialmedia.net/seo/sem/


5.

What is SMM? (Social Me
dia Marketing)

SMM or Social Media Marketing is the utilization of social media platforms
to propagate your objectives and to
improve

your SEO. I divide SMM into two
categories, the
first

being to create and develop

a presence there and the
second

being to

pay for advertising there.

The
first

category or creating

and developing

a social media presence is a
good place to start. The
firs
t

thing you need to know is what the
major social
media platforms are and also which ones are
best suited to your
objectives.

FaceBook

is the
largest

social media site in the world with nearly
1.26
billion

users! Facebook allows for you to create a complete digital presence

with branding and theme
. Users can like, share, comment and engage your
displayed content.

FaceBook allows people to “
check
-
in
” at your business
location.

FaceBook also of
fers
paid
advertising
.

FaceBook is a great choice regardless of what your focus is. This is simply
because nearly
everyone

is there and the reach is limitless. Another
advantage is that lengthy content
can be submitted with
text, links, photos
and videos.

Twitter

is one of the
fastest

growing and largest social media sites in the
world with roughly
500 million

users. Twitter allows for you to create a
complete digital presence with branding and theme. Users can favorite,
comment and re
-
tweet yo
ur displayed content. Twitter offers
promotion
advertising

which is designed to help you get more followers

and exposure
.

Twitter is a great choice regardless of what your focus is. An advantage to
t
witter is that it has an
enormous

population of mobile users. Twitter allows
limited text content to 160 characters and you can upload text, links and
photos. Twitter is trending upwards and we are conf
ident that trend will
continue.

With Twitter you can h
ave 100’s of thousands of followers!

LinkedIn

has been around for a long time now

(2003)

and has roughly
238
million

users
.

LinkedIn is focused on working
professionals

and
businesses
.
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Currently there are roughly
3 million

business pages at LinkedIn!

LinkedIn
allows you to upload logos for branding.

LinkedIn provides a variety of
paid
advertising

opportunities.

LinkedIn is a good choice to build a business page
where you c
an list and detail out your products and services.

LinkedIn is somewhat
disadvantaged

as a social networking site simply
because they have very strict
limitations

on invitations.
They want you to
personally know your connection and o
nce you have invited
3
,
000

people to
your network you will be
blocked

from inviting more unless you have their
email address.

This creates somewhat of a
barrier

to reaching out and maki
ng
new social media con
nections which is really a core purpose of social media.

YouTube

has also been around for some

time

(2005)

and has roughly
1
billion

users and
4 billion

views per da
y! YouTube is focused on
video

content
and allows you to create your own channel for your uploaded videos.
YouTube also allows uploading of logos for branding. YouTube users can view,
share, comment, and subscribe to your content.


YouTube offers a wide va
riety of
advertising options
.

YouTube is a great
choice, especially if you have a focus on
music

or have content in video
format. If you do not have video content keep in mind that you can crea
te
Power Point slide shows and export them as movies for uploading to
YouTube.

YouTube is owned by Google and content there seems to do very
well in the Google search engine.

Google+

is a new kid on the block (2011) but has a very impressive
quantity of
500 million

members and
343 million

active users! Google+
benefits from
integration

with Google Mail and YouTube and offers many
cool features such as Circles, Streams, Hangouts, Messenger, Sparks, Games,
Ripples, Communities and more.

Google+ is a great
choice regardless of your focus.

Although a late comer
their growth is
astounding

and there is no reason to think the upward trend
will stop. By using
enhanced campaigns

you can interl
ink your Google
advertising with your Google+ page.

WordPress

is an amazing
blog

platform that allows you to build and run a
very nice blog for free. For a very small fee you can upgrade to run a full
y
themed and branded template. At last count WordPress had
66 million

different blogs running and reaches around the entire globe!

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A WordPress blog

is a great choice regardless of your focus.

This platform
allows you to display text, photos, videos, links, widgets and more. It also has
an amazing capability of “
pushing
” your content out to your other social
media sites. WordPress has an effective paid

advertising program

that can
bring viewers into your WordPress blog.

Tumblr

is a blogging community that encompasses
216 million

monthly
viewers with more than
108 million

different blogs! Tumblr

is an amazing blog
platform that allows you to build and run a
very nice blog for free. You can
also implement

a fully themed and branded template

for
no

additional fees.

A Tumblr

blog is a great choice regardless of yo
ur focus. This platform
allows you to display text,

photos, videos, links
and more.
Tumblr has some
great
free

advertising programs such as spotlight for brands and radar. Tumblr
also has paid advertising for
highlighted posts.

Pinterest

is a late comer (2010) and

could be best described as a
photo

sharing social site.
Users create themed boards
where they can pin images
with descr
iptions. Pinterest has a thriving community of
70 million

users of
which
80%

are women.

Pinterest is a great choice for artists, photographers and anyone that
chooses to reach a mostly
female

audience.
Pinterest has great free
advertising opportunities with their pin it button and widgets. They have also
just now released a paid advertising opportunity for
promoting pins
.

Wanelo

stands for Want


Need
-

Love. Wanelo is also a late comer (2012)
but is showing an amazingly strong upward growth
tre
nd
. Wanelo

boasts
10
million

users and
could be b
est described as a
shopping

and tangible products
centered

social
site. Users create “collections”
where they can add products
and descriptions from online retailers
.
Users can also follow each other and
post stories.

Wanelo

is a great choice

for
anyone that

offers tangible
merchandise

for
sale online
.
If any user inserts your products at Wanelo you bec
ome eligible to
claim and open a “store” there at no charge! Wanelo does not offer paid
advertising to my knowledge but they do have very nice
mobile apps

and a
browser add on

that allows you to easily select and add produc
ts from your
favorite websites.

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Plurk

is a micro
-
blogging site where users can share text, photos, links and
videos. Plurk allows for total branding with custom theme and templat
e
modifications at no charge. Plurk features a very cool
timeline

concept of
displaying activities. Plurk boa
s
ts
1 million

daily users and has been around
since 2008. Plurk has lost market traction against its rival Twitter but still
displays
a
stable and upward growth
trend
.

Plurk is a good

choice for anyone that

is looking to reach out
to a
global

market as only
8.4
%

of their users are USA based.

Plurk is a great way t
o reach
out to the markets in
Taiwan and India
.

Also, Plurk is a great choice for
anyone looking to connect to the virtual world community of
Second Life
.

Myspace

is my own personal favorite social networking site. This is
because I am a
music

fanatic and no other social site can compare to Myspace
when it

comes to music entertainment. Myspace is currently suffering from a
large loss in user base which stems from a variety of issues including the
exponential
rise of FaceBook.

I anticipate a strong come
-
back coming on.

Myspace currently has about
36 million

users and boasts having 14.2
million artists and over
42 million

songs. Myspace provides a full ar
ray of
social media features where user
s can chat, share
links, photos
,

videos, music
and more.

A very special and unique feature of Myspace is their
music player

interface that allows you to create music mixes and then play or share them
with other users.


Myspace also gives you a way to connect with
famous

entertainers, their
albums and individual songs.
Myspace is a great

choice

regardless of your
focus and is mandatory for anyone involved in the music industry.
I am
currently unaware of an
y form of paid

advertising there

but if that changes I
will update everyone.

Once you become aware of the
top

contenders in social media and then
decide which platforms are best suited for you it is time to develop your
presence there. This can be
time

consuming and requires you to find ways to
garner interest and end user involvement.


When you develop your social media presence you need to pay close
attention to make sure that the logos, branding and theme at your home
website is
harmonious

with your
social media pages. This gives your users a
feeling of being in your “house” regardless of where they interact with you.

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The
second

category of SMM is paid advertising. Each social media
platform has a slightly different offering for paid advertising. The
best
approach is to develop an advertising campaign and then
monitor

the results
after implementation. This will allow you to see what works best and then
make adjustments as needed.

Finally, I would like to briefly discuss why SMM is connected to SEO.

Fir
stly, search eng
ines do use social media
signals

as part of the
ranking

determination. Recent
researc
h

has shown that FaceBook likes seem to carry
a good deal of weight but other platforms can also give beneficial signals.

Secondly, SMM is connected

to SEO in that it can give you

more

search
engine listings while also offering your users more
options
. By
that I mean it is
preferable to have a search return back listings that show your home website,
FaceBook, Twitter, LinkedIn and YouTube as opposed to the search only
returning back a listing for just your website.

Not only do you
benefit

from the additiona
l search engine listings but you
also benefit by offering people more options. By that I mean some people
may ignore your home website but flock to your FaceBook page or alternately
your Twitter or LinkedIn page. The more options you give people the
better

the odds
are
that you can offer something that
will appeal

to them for
interacting with you.

To more clearly illustrate this I would like to share a real live example of
t
his in action. In this example the
keywords


keyphrase has returned back 9
out of 1
0 search engine listings on the first page of Google.

It is very interesting to note the
sequence

of these as well. Take a look at
the list below and see which locations performed best in this search:

1.

YouTube Presence

2.

LinkedIn Product Listing Page with
backlink to YouTube video

3.

LinkedIn Company Page with backlink to home website

4.

LinkedIn Product Listing Page with backlink to home website

5.

Reseller website with a product listing

6.

Sister website with a product listing and backlink to home website

7.

Home
website home page with embedded YouTube product video

8.

Home website resources page with product listing

9.


Home website home page with embedded YouTube product video

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As you can see the
YouTube

and
LinkedIn

presence performed better than
the home webs
ite! Al
so, back link pages
d
id better than the homepage. T
he
point is that social media
helps

SEO

because you can return search engine
listings that are in
addition

to your home websi
te. This gives you
more

search
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engine
presence

presents

(pun intended) and it al
so gives your users more
options

of where and how they choose to interact with you.

I would also
submit that it gives

you more clout and credibility.

We have barely scratched the surface here as far as SMM is concerned.
My focus here is to briefly cover SM
M as it pertains to SEO. If you would like
to learn about SMM in much greater detail please visit my SMM webpage
which is located at:
http://impactsocialmedia.net/seo/smm/


6.

What is PPC? (Pay Per

Click Advertising
)

PPC or Pay Per Click advertising is jus
t as the name implies and refer
s to
paying a fee for people to “click” an ad and route to your website.
This is the
opposite of “
organic
” search results which are not paid for.

PPC advertising is s
omething that I
recommend
, and especially where you
either have a new website with low traffic or you are in a
saturated

or highly
competitive keyword


keyphrase market.

Some people will
argue

and even show statistics that organic search
results are bette
r or more clicked than PPC and this position does have
merit
.
However, it is not always possible or even
realistic

to achieve a high enough
organic rank to benefit from organic search results. Particularly if you are
relatively
new
,

an attorney,
university

or any entity that has the misfortune of
existing within
a saturated and competitive key
word arena.

Another often
overlooked

point is the benefit from PPC even when your
ad is
not

clicked. By this I mean to say you receive
exposure
. Every time
someone see
s your name and your brand this is positive energy and
beneficial. Even if they do not click your ad you are still “in their face.”

Google is the big dog in PPC advertising but I would not rule out Bing. Bing
does carry nearly 20% of the search market and
is slowly gaining on the giant
Google. As mentioned before
,

you could never
predict

with
total
certainty
which search engine a person might use.

When you opt to implement PPC I recommend starting out on a smaller
scale at first. This will give you time to

monitor

and analyze your re
sults. On
e
concern with PPC is what is referred to as conversions. A con
version is when a
PPC turns into a
sale
. Obviously, PPC’s which never lead to conversions are
money spent and no money earned. Maybe your product is not des
irable or
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maybe the price is out of line, etc. In this instance
,

all the money in the world
and tons of PPC success may not lead to any positive cash flow at all!

In other words, the PPC ad is merely a
piece

of the puzzle. If you have a
high “bounce rate” or if your product or service simply does not produce sales
you need to examine things closely and determine how to make
adjustments

to correct the problem. All of this needs to occur before pouring tons of
investment into a PPC campaign.

If the problem is your product desirability, pricing or presentation, analysis
and corrections will have to be made. If you experience a problem with a high
bounce rate where people bounce in and right back out of your site,

then you
need to look into that and make adjustments.

A high bounce rate could be due to an ugly website, excessively long
loading times, annoying popups, auto
-
starting videos,
confusing navigation,
lack of an alternative site for mobile devices, etc. Wh
atever the cause of the
high bounce rate, you will want to diagnose and correct this early on and
before you lose a lot of investment into a PPC campaign.

We have barely scratched the surface here as far as PPC is concerned. My
focus here is to briefly cov
er PPC as it pertains to SEO. If you would like to
learn about PPC in much greater detail please visit our PPC webpage which is
located at:

http://impactsocialmedia.net/seo/sem
/pay
-
per
-
click
-
advertising/




7.

What is a SERP? (Search Engine Results Page)

A SERP or Search Engine Results Page is simply the web page that the
search engine provides you after you enter your search terms. This will
include organic, PPC and possibly other

results.

8.

What are organic search results?

Organic search results are those which are no
t

paid for. Statistics show
that these are very
desirable

and can even out
-
perform paid for search
results!
Does this mean to never use PPC? No, because there is also a time
and a place where PPC is still a
viable

and wise option.


9.

What are Social Media Signals?

Social media signals are a piece of the search engine ranking puzzle. What I
am convinced of is that they do
matter

and Google has admitted to this on
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their YouTube channel albeit without releasing any intricate details. Fac
eBook
shares and likes, Twitter tweets, favorites and re
-
tweets and YouTube
subscriber count and views quantity can all help SEO to some extent. I would
a
lso not
rule out
that ot
her social media platforms like Google+, LinkedIn and
others will also have an

effect.

What I cannot tell you with any degree of certainty is how much
weight

is
given to what and how the search engines
calculate

all of the av
ailable data.
If
you would like to read more, the best research I have found on this subject is
located at th
e following URL:

http://blog.searchmetrics.com/us/2012/06/07/us
-
and
-
uk
-
seo
-
ranking
-
factors
-
2012/


10.

What are search engine blacklists?

Being on a search engine
bl
acklist

is something that hopefully will never
happen to you. Bear in mind that search engines are not draconian ogres that
are on the hunt to victimize and blacklist websites. Blacklisting usually occurs
for
good

reason and thankfully there are remedial measures that can be
taken.

A blacklisted site will
not

be displayed in search engine results regardless
of their page rank, quality of content, quantity of backlinks, etc.

There are
varieties of things that can po
tentially get your site blacklisted. One item is
cheating

or
lying

on keywords and phrases. An example

of this would be using
the key
phrase Miley Cyrus and your website is about potted plants and has no
content for Miley Cyrus.

Another item is
hiding

keywo
rds and phrases to increase density. An
example of this is having a white ba
ckground and then inserting keywords and
key
phrases in a white font. These are hidden from the viewer but seen by the
search engine. Using th
is technique to increase rank

is a
bad

idea.

Another item is if you have
malicious

code on your site. Search engines
can discover malicious codes and also viewers can complain and report your
site for this reason. Annoying popups is not exactly malicious code but you
need to know that these can

generate complaints and/or a nega
tive effect on
SEO.

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If you find that your site has been blacklisted you need to take
immediate

action. The first step is to determine what has caused the blacklisting and
make full
corrective

actions. The next step is to
make
contact

with the
blacklisting search engine(s) and do your best to offer a reasonable
explanation while
simultaneously asking for a review and removal from the
blacklist status
.


11.

W
hat is the sandbox effect
?

The sandbox effect revolves around the
corre
lation

between your search
engine ranking and the age of your website. There is a bit of
debate

on this
topic where some say it matters and others say it does not matter.

Based on my own personal experiences I have noticed
anomalies

wherein
an older site will out rank a newer site even though the newer site has better
content and SEO in place. This would lend one to say that the sandbox effect
does exist. Personally, I believe when I have observed these anomalies, there
is some
other

explanation that I have overlooked and the age of the site is not
the whole picture.

That being said, I have more often observed that a younger site
outranks

an older site due to better content, SEO and other superior elements. Even if
we apply common sen
se we come to the
conclusion

that there would be no
legitimate reason to think that the age of a site is as important as the quality
of the contents.

I would also recommend this
video

by Matt Cutt
s of Google.

12.

Can I do my own SEO?

Doing your own SEO is always an
option
. By doing internet research you
can discover a wealth of information which you can use to implement your
own SEO improvements. I would submit that doing your own SEO is better
than no

SEO at all!

An alternative is of course to
pay

for SEO services by some professional

such as Impact Social Media
. Another option would be to have an SEO expert
do a full
analysis

and provide you with a list of
recommendations
. You can
then use that list
as a guideline to implement the changes yourself.









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II.

SEO Tips


1.

SEO Introduction

In some instances SEO opinions vary and in other instances they agree. I
do not know everything about SEO and I am always observing and learning on
this subject. What I can tell you is that SEO is
important

and one would be
wise to use it to their
advantag
e
. Now let us cover some SEO tips.

2.

Avoid any practices that could get your site blacklisted



As discussed earlier you want to be sure to
avoid

anything that could
potentially get your site blacklisted. No benefit gained from these techniques
will be worth

the potential consequences.

3.

Avoid anything other than minimal use of FLASH

While FLASH can be great to develop
fancy

animated presentations and
websites it is not exactly the best option for SEO. The nature of flash makes it
much more
difficult

for search

engines to extract the details of the content
for proper indexing.

If you must use flash for whatever reason we recommend that you use it
sparingly
. Also, be sure to use proper tags to

give the FLASH descriptive
keywords and key
phrases. We also recommend

that you use descriptive
keywords and key
phrases in close
proximity

to the embedded FLASH. Lastly,
make sure you code in complete
controls

for your embedded flash so that
users can turn it off and we advise against using FLASH that auto
-
plays upon
loading.

4.

Avoid broken or dead end links

Broken links can be
devastating
. Just imagine getting your awesome
content to the top of a SERP and then when someone clicks the link the link is
broken and leads them to a
dead

end! Yes this really does happen. Please
take
a look at our
YouTube video

which demonstrates this in real time.

Always
test

your internal links to make sure they work. It is also a good
idea to keep a check on any external links and make sure

those work also. Be
careful about deleting or moving content. If you move or rename content be
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sure to use
redirects

to the new location.

If you do not know how to setup
server level redirects you can make use of our online
video tutorial
.


5.

Avoid excessively long page loading times

Try to avoid
excessively long

page loa
ding times. I have had mixed results
with sites that load slowly. In some instances it can increase the
bounce

rate.
In other instances I have seen people
tolerate

it simply because their desire
for the content outweighed the lengthy loading time. Either w
ay, play it on
the safe side and do what you can to
reduce

the loading time to a tolerable
level.

6.

Avoid using navigation buttons with text as image

Just say
no

to navigation buttons where the text is in the form of an image.
This is not as friendly for search engines as using text o
nly. If you do use
image
-
text navigation,
be sure to
include

an alt tag so you will be in
compliance with
ADA

guidelines.

7.

Descripti
ve page titles and
with keywords and key
phrases

When you
title your page make use of keywords and key
phrases. Be sure
that the content of the page is
relevant

to the

keywords and key
phrases that
you place in the title.

I
f you use a CMS or other scripted website try to avoid having pages titles
such as,

page.asp?pid=3355
.”

Often times WordPress and other platforms
have plugins that allow you to control the names of your pages. If you have
already created pages with non
-
de
scriptive names,
change

the names to
something descriptive and then add redirects for the old names.


8.

Diversity of content in text, images, videos, tables, charts and links

Make an effort to create a wide
diversity

in content. More diversity is
better so try to include a range of text, images, videos and links. Make use of
ke
ywords and key
phrases on all of your different types of content.

9.

High quality, useful, relevant and regularly updated content

The quality of yo
ur content can make or break you
regardless

of your SEO
efforts. The best SEO in the world cannot overcome worthless
-
lacking

content
and by the same token sites with amazing content can do well even
without

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extensive SEO. Your
content

needs to be high qual
ity, useful, relevant and
updated on a regular basis.

10.

Implementation of Bing and Google analytics

Bing and Google analytics are your friends. By adding some
code

into your
web pages you can monitor your traffic data. This can be very
beneficial

for
SEO ana
lysis and can he
lp you to improve upon your key
words and phrases.

You can do this free of charge by creating an account at
Bing

and
Google
.

The data
can
be observed from many different perspectives and there are

also

a variety of useful
tools
. These are essential must have elements for SEO
analysis and improvements.

11.

Implementation of code compliant coding practices

It is a good idea to make sure that you are utilizing proper coding
practices. This reduces potential loading
errors

and content display issues. A
part of proper coding practice is to
test

your display on multiple browsers to
make sure it works well on Chr
ome, Internet Explorer, Safari, Opera, FireFox,
etc.

You can get free help with
testing

for code errors by going to
W3C
. At W3C
you can test HTML pages and also CSS. This is a great
tool

as it can help you to
spot p
roblems in your code even as you are in the development phase.

12.

Implementation of demographics targeting

Demographics targeting is when you
target

your keywords, key
phrases
and content towards a specific
group

of people. The group could be women,
people fro
m India, or people who paint cars, etc. If you have a very specific
target grou
p you should concentrate on keywords, key
phrases and content
that is relevant and complimentary to your target group.

13.

Implementation of end user participation

End user participa
tion can come in many forms and goes beyond merely
viewing your content. You can enable viewers to
Like

things on FaceBook,
T
weet

things on Twitter, and in other manners “push” out to the social media
platforms. You can al
so enable your viewers to follow o
r connect to

you at

the
various social media networks where you have a presence.

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Another valuable tool for encouraging end user participation is a blog
where they can sign up to leave comments. You can also create things like
guest books and comments
pages. Anything that encourages end user
participation

can be of benefit to your SEO
.

14.

Implementation of location targeting

Location targeting is when you
target

your keywords, key
phrases and
content towards a specific
geographic

location
. The location shou
ld be chosen
in a way that will best benefit you.

An example of this would be if you were a painter that only did projects
within a 50 mile radius of
Kansas City, Mo
. In this example you would want to
use Kansas City, Mo. as well as the
other

cities that l
ie within a 50 mile radius
of Kansas, City. This way, when people do a search for, “painter Kansas City,”
you are much more likely to appear high on the SERP.


This also works well for targeting
mobile

users since many times they do
searches that are more specific to their location when searching for local
businesses. If you fail to take advantage of location targeting you run the
risk

on missing potential search engine hits for searches specific to
y
ou
r location.

15.

Implementation of RSS

RSS or Really Simple Syndication could best be described as a
stream

of
data coming from your website. The RSS “feed” picks up your content updat
es
and then publishes it

to anyone who chooses to subscribe to your RSS feed.

A user can choose for your RSS feed to arrive in their email or other
interface. A user can also
embed

your RSS feed into their website where it will
be displayed to their users.

If you use WordPress or some other CMS or Blog it is likely that the RSS
capability is already available to you. If your website does not already have
the RSS capability you can easily add it. I recommend that you use
Fe
edity

as
they will provide you with an RSS capability

for your website for a small fee
.

16.

Implementation of SEM (Search Engine Marketing) and PPC (Pay Per
Click) advertising

You should automatically be using SEO to get an SEM result. You should
also determin
e if you are a
candidate

for PPC. If you are a
new

site with no or
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low traffic or if you are in a saturated and
competitive

arena then you may
very well be a candidate for PPC.

As mentioned earlier start off on a smaller scale so you can
validate

your
prod
uct desirability, bounce rate and other important elements. Closely
monitor

your PPC results and then make necessary
adjustments
. An effective
PPC campaign can do wonders to get a new site up and moving and it can also
help to level the playing field when
you exist in a highly competitive industry.

17.

Implementation of SMM (Social

Media Marketing)

SMM should not be overlooked as a potential
benefit

to your objectives.
As mentioned earlier begin with some research and then select which social
media platforms be
st fit your demographics.

Then
,

develop your presence
there and begin to reach out for
connections

and work to increase the size of
your audience.

You should consider a variety of options for the purpose of promoting
your SMM. You can use contests and giv
e
-
a
-
ways. You can also use paid
advertising to promote your presence at the various social media platforms.
As with PPC this can be of great aid when you are just getting started and
need that initial boost.

18.

Implementation of SEO sooner rather than later

B
etter late than never could be applied here but I would also emphasize
that
late

is not better than sooner. Some SEO changes that are made later are
not a big deal. For instance, ad
ding heading tags or better key
word density in
content, etc.

Other late comer SEO changes can be much more
difficult

and time
consuming. Some examples would be changing URL names, changing image
names and changing directory names.

The best scenario is to
build

the website with an SEO focus from the very
beginning.
This way thoughtful attention can be given to page names,
directory names, image names, etc.

19.

Include provision for mobile devices

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An often overlooked SEO strategy is to make sure you give an
alternative

site
option for those who use mobile devices. If you
fail to make provision for
mobile

traffic you could incur a higher bounce rate and loss of viewers.

Keep in mind that a proper mobile alternative does not mean that you use
scripting to detect mobile users and then offer them your full size website
shrunken

down onto their screen size! A proper mobile alternative site should
be an altogether
different

design than the full size site.
Make use of the most
simplistic navigation and keep your text

and graphics

to the bare minimum.

Always give a clickabl
e email and phone number interface. Stay away from
fancy gradients, heavy scripting and anything else
that is a
resource

hog. Try
to

make sure your user does not have to side scr
oll to view all of the content.
Lastly, provide a clickable link on the full s
ize website that leads to the mobile
site just in case the
redirect

scripting fails to work.

20.

Inclusion of an XML sitemap

A sitemap.xml should reside in the
root

directory of your website. It tells
the search engine your web pages names, locations, time of last modification,
frequency of changes and
page
priority. The sitemap should be
updated

anytime your content changes.

You can create your own sitemap with a
fr
ee

download of
XML Notepad

from Microsoft. You can learn how to properly format

and build

the
sitemap.xml at
SiteMaps.org
. If

you prefer to have your sitemap made
automatically

y
ou can have that done for free at
XML Sitemap Generator
.

Lastly, be sure to
submit

your sitemap when you first create it and
anytime you up
date it. At the bare minimum you should submit your sitemap
to
Google
,

Bing

and
Yahoo
.

21.

Interconnectivity to a variety of social medias

Your website should be
interconnected

to any social media platform
where you have a presence. This can be done by embedding buttons, l
inks,
scripts and widgets. This

will allow users to be at your website and
route

to
your social media platform or
engage

your social media presence from your
website.

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Fortunately, most of the social media sites
provide

you with the tool
s
necessary to accomplish
this. You can click any of the social media site names
below

to go their page for buttons, links, scripts and widgets;



Facebook




Twitter



LinkedIn



Google+



YouTube



Tum
blr



Pinterest



Reddit



Plurk

(Search FAQ for:
How to embed
Plurk widget

into my
blog
?
)

22.

Proper inclusion of keywords and key
phrases in content

When developing your content you need to be sure and include a proper
density

of keywords and key
phrases.

Density
simply means how often your
key
word
(s)

or key
phrase
(s)

appears as compared to the total

quantity of
words.

There is some debate about the
proper

density ratio. Some say not to
exceed 5% and others argue they have done so without repercussions. My
philosophy is to
naturally

write your content. Do not excessively
force

the
density and at the same time be sure that you do not leave out

key
words and
phrases or under
-
use the density.

My personal opinion is that what is more
important

than key
word density
or even proximity is the overall
combination

of
usag
e. By that I mean

using
the keywords and key
phrases in the page URL, page title, Meta tags, H1 and
H2 tags, content text, links, tables, image names, video names etc.

23.

Proper setup of robots.txt

The robots .txt file resides in the root directory of your website, unless of
course you do not have one. The robots.txt file is used to
control

what the
search engines can and cannot index. Be sure that no important directories
are
disallowed

or blocked f
rom search engine indexing.

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While we are on the subject of robots.txt I would like to mention that I
frequently see it being used to stop search engines from browsing sensitive
directories. I
disagree

with this technique simply because anyone can
navigate
to your website and do forward slash
/
robots.txt

and immediately
view

every directory that you tried to block from the search engine.

You have essentially just given any hacker an exact
map

of the name of
each of these directories!

Worse yet, you have man
aged to block the friendly
search crawlers but the directory is wide open to anyone with an internet
browser

who may be potentially malicious
!

If you have a sensitive directory, rather than broadcast this to the world
via the robots.txt I would rather you password protect that directory. This will
then
require a user ID and password to access the directory so that it
becomes protected but without

telling anybody the name or location of it.

If you do not know how to do a password protect on a specific directory
you can make use of our handy online
video tutorial
.

24.

Proper image directory browsing

I would like to discuss
open directory browsing

for image directories

and
the relationship to SEO. I commonly find that web developers will have an
images directory with
in a website and then insert a
blank

index page
in
there
to stop directory browsing. This is a
bad

idea because it prevents the search
engines from crawling all of the images in that directory.


A better practice is to leave that image directory
open

for b
rowsing and
then give each of the images a good
descriptive

name using keywords and
key
phrases. Now
,

instead of having a blocked directory with no SEO value we
turn that image directory into an SEO advantage.

If your concern is hot
-
linking of your images,
using a blank index file is the
wrong approach since it
detracts

from SEO. The proper approach is to use
hot
-
linking protection instead and leave that directory open for browsing. If
you do not know how to setup hot
-
linking protection you can take advantag
e
of our online
video tutorial

that will explain the procedure in detail.

To make this point more clear I would like to
show you the difference
between blocking an image directory with an empty index page vs. leaving the
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directory open to bro
wsing and using descriptive key
words to name the
images. The following images make it very obvious which is better for SEO.


This is
what your search engine sees with a blocked image directory



This is what your search engine sees with an open image directory


25.

Proper use of alt tags with keywords and key
phrases

Alt tags are an
alternative

to a displayed item such as a photo or video.
These are required for
ADA

compliance since a blind person cannot make use
of a photo and would prefer to have a text description as an alternative.

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When creating your Alt tags you have an opportunity to use descriptive
k
eywords and key
phrases and I suggest you make good use of this for SEO.

26.

Proper use of anchor

tags and target tags

Anchor

tags and target tags are a form of
linking

geared towards
connecting items within the same webpage. If you have a lengthy page you
can make use

of anchor

tags and target tags to
improve

the navigation and
SEO.

You can also make use of anchor

tags and target tags on lengthy or
complex web pages by creating a table of contents. The table of contents can
utilize
descriptive

heading tags. These can then be clickable and link to the
relevant location in the body of the text which also contains the

same
descriptive words. This also aids in navigation and SEO.

This same technique can be used to create a top of page icon at the
bottom of your pages. This allows your user to go from the bottom of a very
long page to the very top of the page with just
o
ne

mouse click instead of
having to scroll all the way back up!

To

do

this in your web page use tags like this:

<a name="give_it_some_name_
in_
here">The landing
target

goes

in

here</a>

<a href="#Insert the name you used above in here">The
clickable

text or
item
goes in here</a>

27.

Proper use of the title attribute

with keywords and key
phrases

The title attribute should be added to your web page elements. This
enhances SEO and it also benefits your viewer. The title attribute will give
detailed information about

links, images and other elements when the mouse
hovers over.

You should use descriptive keywords and key
phrases

in your title
attributes. The title attribute can be added to your content tags with minimal
effort. To see an example of this in action hover your mouse over the
following image and you will see

the title information appear.


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Add the title attrib
ute to

your

tags like this:

<img src=”/image.png” title=”Insert the title text here”
</a>

28.

Prop
er use of heading tags with keywords and key
phrases

Heading tags should be used to
enhance

SEO. Heading tags can give your
content better organization and
clarity

for th
e search engines. At a minimum
make use of the h1 and h2 tags and it is also good to make use of h3 and h4
tags if your content is broken down into that many sub
-
levels.

For improved SEO always include relevant and
descriptive

keywords and
key
phrases within your heading tags. Search engines can be
aided

in
understanding the main topics and sub topics of your content when the
heading tags are properly laid out.

29.

P
roper use of meta tags with keywords and key
phrases

We recommend that you make use o
f the
meta

tags for key
words,
description and author. There is some debate as to the effectiveness of meta
tags but the
safer

bet is to go ahead and use

them for SEO.

The meta key
words ta
g gives you a place to list keywords and key
phrases.
The met
a descri
ption tag gives you a place to create a good description of
your page contents. Lastly, the meta author tag gives you a way to show who
the author of the content is.

Here are some example meta

tags:

<meta name="keywords" content="keyword1,keyword2,keyword3
">

<meta name="description" content="Your amazing description goes in here">

<meta name="author" content="Author’s name in here">

30.

Relevant and quality
backlinks with no use of link farms

In order to improve SEO you should work at getting
relevant and
good
quality

backlinks from other
web
sites

and social media sites
. A backlink is
when some other site has a clickable link to your site. When building y
our
backlink partners do

not make use of any linking
farms
. Linking farms are
websites that are full of mostl
y nothing but links and some of them ch
arge
fees to link to your site.

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Backlinks from
relevant

and
reputable

sites are much more valuable than
just any backlink from anywhere. Keep in mind that relevant and quality
backlinks can
increase

your page rank. Th
is in turn can result in the search
engine crawling

in

your site more frequently and more deeply!

31.

Reduction in the bounce rate

Bounce rate is referring to the
percentage

of people who land at your site
and bounce in and bounce out. This means they do not l
ook at additional
pages, click items or spend any measurable time there.

A high bounce rate is bad for SEO simply because no matter how high you
rank in the search engine, your visitors are leaving too
quickly

and without
interaction.

High bounce rates co
uld be due to many factors like an ugly website,
terrible navigation, confusing and disorganized content, annoying popups,
excessively long page loading times, lack of an alternative for mobile viewers,
etc. Whatever the cause of a high bounce rate, it sho
uld be fixed as soon as
possible because nothing good will come from it.

32.

Submission of site to Bing and Google Places For Business

You should always
submit

your business site to Bing and Google Places for
Business. There is no charge for this and the benefit is well worth the effort
required. This is especially beneficial when you are targeting customers in a
specific location. If you need a quick link to Pl
aces for Business you can click
the following links:
Google Places For Business

|
Bing Places For Business

33.

HTML display advertising on

Craigslist

Craigslist can help you pull traffic and search engine hits. Craigslist allows
you to embed HTML code in an ad. This gives you the ability to literally create
an entire website page at Craigslist for free. To see an example of this in
action take a look a
t:
http://kansascity.craigslist.org/cps/4114082672.html


34.

Submission of site to Merchant Circle and Manta

Just like Craigslist, Merchant Circle and Manta can help you to pull traffic
and s
earch engine hits. Both of these locations allow you to list your business
along with a good quantity of relevant details.

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There is no charge for a basic listing and I would recommend taking
advantage of it. Also, for an upcharge you can increase your imp
act there via a
more sponsored or advertised presence. You can find these two sites at the
following links:
Merchant Circle

|
Manta

35.

Use of canonical URL’s

Search engine pe
rformance
can
potentially

be

degraded

by using a
multitude of different URL’s for the same web pages. i.e. In one link you use
www.site.com

and in another link you use http://site .com and in yet another
link you use
http://www.site.com
.

Always pick just
one

URL and stick with that consistently. If you have
already made a mess of this you should implement redirects from your
multiple of names to just one URL name.

36.

Use of friendly navigation design

Always try to use friendly and understandable navigation. Make sure that
there is a
clickable

link to every one of your webpages and content. If you
have a lot of scripted fly down menus you should consider adding a
secondary

navigation menu of everything
in a sidebar or footer area.

37.

Use of sitemap directory page

I always recommend including a
viewable

sitemap page in every website.
This sitemap should show directory structures and sub
-
directory structures
for everything in your website. Including short des
criptions is also a benefit.

This
aids

your viewers to quickly find and navigate to any content and it
also acts as a safety net to make sure the search engines have a
clear

path to
everything in your website.

If you need
free
online assistance in automat
ically
generating an HTML sitemap try visiting
SiteMap X
.


38.

Use of structured data

I always recommend using
structured

data in your website. This data is
hidden from the viewer but seen by the search engines. Essentially, it aids the
search engines in understanding how to best
interpret

and index your data.
You can learn more about this at
Schema.org
.

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You can also make use of the Google
Webmaster

tool that can help you
with this task. You can highlight the text and enter it or alternately copy and
paste the Meta data from the Googl
e tool into your HTML. I don’t recommend
for you to only use the Google highlight feature because this will not aid the
other search engines albeit doing that is better than doing nothing.

39.

XML sitemap submission to the top search engines

Always submit your

sitemap.XML to search engines. Do this upon the
initial creation but also do it whenever you have content changes. At the bare
minimum you should submit your sitemap to
Google
,
Bing

and
Yahoo
.


40.

Gain insight from Matt Cutts

I had to save this tip for last! I highly recommend yo
u take full advantage
of the extensive collection of Google
Webmaster videos

at YouTube. Matt
Cutts and other experts offer a treasure trove of valuable insights by
answering questions and discussing a variety of SEO topics.

While they cannot discuss every last search engine secret they do open up
enough to be of great benefit to
anyone interested in SEO. There are also
valuable guidelines there for new websites. The information is free so be sure
to subscribe to their YouTube channel and also make use of the handy search
feature to look up any topics you want to study.


III.

Our approa
ch to SEO


1.

Why use Impact

Social Media
?

Impact Social Media offers professional and personalized SEO services for
startup companies, small to medium sized businesses and organizations. We
offer affordable and flexible options for SEO analysis, SEO changes,

and
results monitoring.

2.

Step one is to

analyze
your existing
SEO

We have developed an SEO analysis method that looks at 50 different SEO
elements. Each element is then given a score of 1 through 10. (1 being the
worst and 10 being the best)


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The scores
are then totaled to give an overall assessment based on a
maximum possible total of 500 points. This tally is then converted into a
percentage and a letter grade for clarity.

The analysis can be done on the
landing page, specific pages, or any combination
of pages at your discretion.

The 50 point analysis will include a brief description of the findings and
remarks on each of the elements. Lastly, the analysis also includes a summary
of the findings along with a list of recommended fixes. All of this will b
e
provided to you in a Microsoft Word and Adobe PDF document.

3.

Step two is to develop and implement SEO

changes

At your discretion you can choose to make some or all of the
recommended fixes with or without our assistance.

4.

Step three is to monitor the SEO
results

Once the changes have been implemented the results and effectiveness
should be monitored and documented. At your discretion you can allow us to
take care of this or you can use any other option you prefer.

Take a look at our comprehensive SEO analy
sis below.

Use our affordable SEO analysis to verify your strength and weakness.

Use it as a guideline for making all of your needed changes.


Impact Comprehensive SEO Analysis is 30+ pages and covers 50 SEO elements

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Impact Social Media

specializes in
SEO services and we
are uniquely
geared for startup companies and small to medium sized businesses and
organizations. If you have questions

or need
SEO assistance

c
ontact us today
and let us show you why we are called
Impact Social Media
.


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